Brand Tone

Authentic & Passionate, Community-Oriented & Friendly, Bold & Unapologetic, Artisanal & Quality-Focused

Brand Values

• •Authenticity: Staying true to Mexican culinary traditions and family recipes.
• •Quality: Using high-quality, natural, and sometimes locally sourced or single-origin ingredients.
• •Family & Heritage: Honoring family traditions and their Mexican roots is central to their story. The hummingbird logo is a tribute to Rodrigo's mother.
• •Community: Connecting with customers, supporting local events, and being part of the Bay Area food scene.
• •Passion: A clear love for what they do and the products they create.
• •Resilience/Entrepreneurship: Started during the pandemic, the founders quit their full-time jobs to pursue their dream, showcasing dedication.

Best Practices

• •Always Tell Your Story: Weave elements of the Kuali story (family recipe, heritage, founders' passion) into communications. This reinforces authenticity and connection.
• •Use "Unapologetically Authentic" Language: Employ confident and descriptive words that convey the boldness and genuineness of the flavors, reflecting the "unapologetic flavors of México" tagline.
• •Emphasize Quality and Craftsmanship: Regularly highlight the small-batch, artisanal nature of the products and the high-quality, natural ingredients used.
• •Engage with Warmth and Community Spirit: Respond to comments and messages in a friendly, appreciative, and community-focused manner. Use inclusive language like "familia."
• •Show, Don't Just Tell, the Passion: Let the enthusiasm for the product and Mexican culture shine through in visuals and text. Use vibrant imagery and expressive language that conveys excitement and love for the craft.

Social Perception

Kuali is highly regarded for its delicious and authentic salsa macha. Customers appreciate the brand's story, the founders' passion, and the connection to Mexican heritage. The brand is seen as a valuable local, Latino-owned business that many are eager to support. There's a strong positive sentiment around the quality of ingredients and the unique, bold flavors. The use of social media has been effective in building a loyal customer base.

Copy Examples

• •Headline: Taste the Tradition. Love the Flavor. Body: Kuali Salsa Macha: Crafted from a three-generation family recipe, bringing the authentic, unapologetic taste of México to your table. It's more than salsa, it's a story in every jar. Call to Action: Discover Kuali.
• •Headline: Not Just Good. It's Kuali. Body: Our name means "good" in Nahuatl, and we live up to it in every small batch of our artisanal salsa macha. Made with love, passion, and the finest ingredients. Call to Action: Experience Authentic Mexican Flavor.
• •Headline: From Our Familia to Yours: The Heart of México in a Jar. Body: Kuali isn't just a salsa, it's a taste of home. Inspired by Rodrigo's mother and our shared love for true Mexican flavors. Call to Action: Share the Joy of Kuali.
• •Headline: Bold. Authentic. Unforgettable. That's Kuali Salsa. Body: Tired of bland? Awaken your palate with the smoky, crunchy, and perfectly spiced experience of Kuali Salsa Macha. Made by hand, with passion, in Oakland. Call to Action: Spice Up Your Life!
• •Headline: More Than a Condiment, It's a Connection. Body: Join the Kuali community and discover why our customers rave about our salsa macha. It’s the flavor that brings people together. Call to Action: Find Kuali Near You or Shop Online.